For each hat sold another is donated directly to homeless communities in London via a range of charities. One of which is the Central London division of the Samaritans.

Volunteers from the Samaritans provide a presence at 'food drops' in central London. They offer emotional support and a regular presence to one of the most high risk populations in our city. Although many charities provide food and blankets, the Samaritans offer the chance for people to be heard.

They not only provide support for the homeless but also to anyone experiencing feelings of distress or despair, 24 hours a day.